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Heavenly Mounta in ResortCreative Brief

1} Why does our client need to advertise?Heavenly Mountain Resort on the California/Nevada border has two main issues that hinder its

growth. First, the city of South Lake Tahoe is mostly unknown as a ski destination to an

international audience. Second, Heavenly battles increasing competition in their area. To take a

seat at the table of the international ski community, our resort needs to advertise.

2} What is the advertising going to accomplish?Our goal is to increase ticket sales and the number of clients by appealing to a specific niche in the

international ski community.

3} With whom are we going to connect?THE NAVIGATOR who has an annual income over 75,000 US Dollars.

4} What are the most insightful things we know about them?Manu the Navigator

In Manus native country, there was no place to go skiing; thus, it pushed him to seek out the

snow. He scouts for his ski destinations as if he was a 49er digging for nuggets of gold. He

discovers that these nuggets fulfill his desire to mentally and physically experience himself. Morepowerfully, they provide him with authentic encounters and a sense of being part of culture.

Just as a paratrooper who lands ahead of a main force to mark the drop zone, the navigator takes

the reigns and leads his group through their travels. When his group travels, Manu continually

elevates the groups energy. If he cant find the right environment, he will create it. When

immersing himself in different departments of life, he seeks vitality and shares it with his

companions. This brings him satisfaction, as well as a role in his group.

-Where is our opportunity?Latin America, specifically Mexico, because there is no snow, thus no place for them to ski.

However, the navigator belongs to culture. They are in every country.

5} What is the single most effective message we can tell them?Journey to Heavenly and claim uncharted parts of your soul.

6} What else is there to know that supports this message?

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At Heavenly there are things to come across at every moment of the day:

-Gondolas and trams that take skiers and sightseers up and down the mountain quickly-Full bar and outdoor lounge areas at different points of the runs

-A mountain that borders two states: Nevada and California-Casinos

-New cuisine

-Communal fire pits-Heavenly Village: shopping, eating, and experiencing authentic So. Lake Tahoe life

-4,800 acres of exploration

-10,067 ft elevation

-High speed lifts so skiing time is maximized

-International community of employees and clients

Not only does Heavenly have the most central and easy location to reach for travelers, but it also

contains within itself an encompassing world of its own. Our mountain resort was constructed

upon the spirit of navigator.

Tone: Youthful, lively, and approachable.Media Placement: Bars, travel blogs, researching sites and guides, guerilla, outdoor areas

(skate parks, bike trails), iPhone (navigation app for Heavenly,) airports and their surrounding

areas, as well as other modes of transportation.

For more experiential information: refer to our Heavenly blog at:www.eterrain.tumblr.com.

YVANNIA PEREZ, Copyright 2010